Tips and strategies for measuring the customer success of live chat.

Online marketing offers many advantages over its Traditional Marketing from a metrics perspective. For example, examine click-through-rates to a promotion, to a blog or to an article to your website, and with e-commerce, you then analyse whether that online interaction has led to a number of sales. Through marketing effort, it has the ability to collate customer data, which can be used with the help of a customer relationships management (CRM) system to learn more about your customers to improve sales and customer service to develop profitable customer relationships.

To achieve the same level of data collation and analysis with traditional offline marketing techniques would take much more time, effort and money, and it’s also truly said that customers have become more demanding because the vast majority of us is able to connect to the internet while on the move via our smartphones, tablet devices and laptops.

Live Chat: Advantages

As per the latest research, most of the companies provide live chat support through which they have received a positive impact on their sales revenue, and customer loyalty programmes by implementing live chat facilities on their websites.

Live chat can, therefore, be used to measure ‘customer successes, and integration into a CRM system could also prove to be advantageous to the point of allowing you to find ways to develop long-term customer relationships with loyal customers.

No Complaints:

If we are getting the positive customer success report it means there is a lack of customer complaints which ensure the completion of the customer's journey. It's very important to measure the customer success of live chat to identify any pain points that may exist and to improve the customer service they provide

Customer Satisfaction:

One of the most important customer success metrics for live chat is the customers' satisfaction with not only just the agent but with the service as a whole. Customer feedback is also essential, enabling organisations to ensure their chat channel is meeting customers’ expectations.

Metrics that are used to measure live chat customer success include:

1. Waiting times are only applicable if queuing is used and/or operators have to leave visitors waiting regularly to find information out

2. Chat duration depends on whether the organisation is more interested in getting through enquirers as quickly as possible, as some organisations can spend over an hour advising someone for it to become a beneficial or high-value conversion (e.g. students, career counselor)

3. Total chats per day, this is a metric that only large organisations measure, they benchmark this to see seasonal trends or comparisons with other contact methods

4. Conversion rates, this is the next metric that can be used to measure the customer success of the live chat service, as if customers are happy with the information provided in chat, they are more likely to convert.

Customer Success Tips:

1. Understand what your organisation wants to achieve with live chat

2. Ensure you can measure this by collating information from various platforms, and where possible integrate live chat with a CRM system.

3. Analyse live chat data and performance statistics regularly

4. Offer instant satisfaction with live chat, making customers feel they’re talking to an expert.

5. Ask the customer to complete surveys to gain feedback, including complaints which are a measure of customer success.

6. Two final pieces of advice, which can also be used as a measure of customer success, include the need to address any frustrations that prevent live chat from being efficient and effective. By dealing with them you can increase customer satisfaction.